While Goodhart addressed the engaging subject of 'Viewability: The Big Challenge of Digital measurement', Sinha spoke on 'Growing India’s Adex with Measurement'.

The review threw light on the growing significance of viewability in the digital advertising industry. From base viewability metrics of time and pixels in context to extensive non-human traffic detection to brand safety metrics and more, the forum provided imperative insights on key issues of measurement.

Also in attendance was Raj Nayak, president, The Advertising Club. Speaking about this the impact of the Media Review he said, “The media environment is very dynamic and constantly evolving with new trends and innovations. It is imperative for us to stay ahead of the curve on adopting new trends while also pioneering new game changer ideas and initiatives. Knowledge platforms like the Media Review is a great enabler and allow all who are part of this industry to be aware, stay innovative and stay relevant."

Sinha went on to state that bringing a commonality in advertising and marketing is imperative, as it is an expensive business, and establishing a credible measurement system in place gives organisations the rationale to advertise more. He introduced the idea of 'data fusion' with regard to assessing viewability. Although it is a marketers dream to derive data from a single source for research information, in the absence of single source data, data fusion is a strong alternative.

Handing the baton over to Goodhart, Sinha concluded saying that a common currency in terms of measurement for both digital and television mediums, such as CPT, is an absolute necessity keeping in mind that the future of media is all about multi-screen planning.

Being the CEO of a SaaS analytics and intelligence company (Moat) based in New York, Jonah Goodhart is on the forefront of helping shift digital advertising away from clicks and instead towards new models of attention.

With more than half of the ads online today not viewable, advertising and marketing is definitely not what it seems. In his talk, Goodhart questioned this issue and money being pumped into the digital advertising space.

According to him, foundational and structural changes in the arena of digital measurement is the need of the hour. He stressed on the idea of 'effective viewability' saying that advertisements have zero value if they have no valid exposure and therefore there is a gaping tension between exposure and viewability given to the same.

Goodhart also spoke about how digital 'ad-blocks' pose a scary scenario for the future of advertising since it tips the whole delicate balance of consumer-product relationship and puts a spoke in the wheel of the business behind advertising and marketing. His twofold solution to the problem is that, for starters, advertisements should be treated as independent content keeping in mind that consumer attention is a scarce resource. Secondly, the right kind of metrics to measure digital ads must be employed to ensure relative clarity.

Ad exposure does not translate into consumer attention and that must be noted while assessing effective viewability, he concluded.